Don't BeLieve The PokeMon HYpe

by Karen Fratti

​Forget cost per anything, now is the time to think about cost per check-in thanks to Pokémon Go. The interactive game has brought thousands of people outside, willing to catch pikachus in their spare time for pretty much nothing in return. Capitalizing on that willingness to get out and play is something brands should think very hard about before trying it on their own.

Pokémon is one thing, but dragging people out of their homes for a deal or a branded event is a whole other story. According to Mashable, people are spending more time on Pokémon Go than on Snapchat or Facebook. That’s all well and good, but I foresee a lot of really bad, branded campaigns trying to get in on that fun. And most businesses and brands should remember this:
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You are not Pokémon.

Also remember this: we all thought Angry Birds were a thing, too. It’s not the game, we should take note of, it’s the idea that gamers and non-gamers alike are willing to wander around towns, get in trouble, or even use the game as a hook-up app is very enticing. And yes, Nintendo has announced that will start contracting, “sponsored locations,” to entice businesses to get in on the action and scale the revenue of the app.

​But the first rule of marketing should be, “never believe the hype.” Yes, Pokémon Go has been a huge hit and it has definitely been fun watching people actually move around, catching digital creatures for very little in return. Maybe sponsored Pokéstops will be a thing. Maybe there are good partnerships to be made. I’m not a business mogul like Donald Trump, but I’ve been in the business long enough to know that it’s worth giving it a minute.
Give it a minute.

The real lesson of Pokémon Go is that it is possible to make mobile incentives interesting. But if you don’t have Pokémon to catch just yet, it might be best to wait to see if people will walk around, catch a Pokémon, and stay for, say, a coffee or a good deal on some products. Give it a minute.

IMAGE CREDIT: NOAH CLOUD